A new digital platform, which is helping to address the economic challenges faced by town centres in Powys, has been developed by Mid Wales’ largest independent  tourism organisation.
 
IMI Wales has been created by Mid Wales Tourism (MWT Cymru) with supported from the UK Shared Prosperity Fund, to connect local businesses with the region’s thriving tourism sector, creating new opportunities and boosting footfall.
 
Free for businesses to join, the IMI Wales platform - www.imi.wales - has already welcomed over 80 local businesses from across Powys.
 
Using innovative blockchain and Web3 technology, it allows businesses to list their services, create rewards and share offers or vouchers directly with their own customers via the marketplace and, importantly, with tourism businesses.
 
Hotels, attractions and other tourism-related enterprises can then promote these offers to their visitors through their websites, social media or other channels, encouraging them to explore local town centres.
 
“In Powys, we only have 132,000 residents, but we welcome nearly five million visitors each year,” said Zoe Hawkins, MWT Cymru’s chief executive. “Many town centre businesses don’t see themselves as part of the visitor economy, but they are absolutely vital to the experience of those who come here.
 
“Visitors don’t come to Mid Wales for chain stores, they come for our independent shops, family run cafes and the authenticity that makes Mid Wales so unique.”
 
Powys alone attracts millions of visitors annually but, with a relatively small local population, relying solely on local footfall has proven to not always be enough to sustain town centres.
 
“We can’t change people’s shopping habits,” added Zoe, “and we know many are tied by working hours and the convenience of online shopping. But visitors don’t face those constraints. They are here to shop local and they are eager to spend locally.
 
“By connecting tourism and town centre businesses, this platform ensures visitors can discover and support our towns. With thousands of potential customers staying in caravan parks, hotels and other accommodations across the region, we need to let them know our towns are open for business.”
 
Attractions like Elan Valley, which draws more than half a million visitors annually and Powis Castle, which welcomes around 200,000 visitors each year, are keen to spread the benefits locally.
 
They are keen to work with town centre partners to support the region via the platform, helping to create new economic opportunities for surrounding areas.
 
“Over the past 30 years, tourism businesses in Mid Wales have embraced technology and innovation to punch above their weight,” said Zoe. “Now, it’s time for town centres to have the same opportunities.
 
“This platform gives them a way to grow and thrive, ensuring they remain a vibrant part of our community for generations to come.”
 
The IMI Wales platform offers an easy and seamless way for businesses to collaborate, share opportunities and encourage visitors to explore the unique and authentic experiences that Mid Wales offers.

This week’s Royal Welsh Agricultural Winter Fair was a resounding success, attracting thousands of visitors to the Llanelwedd showground for two days of festive celebrations, competitions and industry showcases.
 
The second day of the fair, on Tuesday, was a vibrant mix of activity, with exhibitors, traders and visitors immersing themselves in an extensive programme of competitions, demonstrations, auctions and shopping.
 
The event spanned a larger area than ever before, filled with a diverse array of food and retail stalls.
 
More than 2,000 school children and students attended across the two days, taking advantage of free entry for organised primary and secondary school trips and reduced rates for further and higher education groups.
 
This year’s primary school theme, "Ein Dŵr/Our Water," offered an engaging educational experience. Workshops led by Welsh Water, The Army, educator Phillip Cressey and The Big Science Project captivated Year 5 and 6 pupils, while teaching resources on the role of water in agriculture were made available through Twinkl and the Royal Welsh Agricultural Society (RWAS) website.
 
Tom Pemberton, popular YouTube star of ‘Tom Pemberton’s Farm Life’, presented certificates to participating schools and shared insights about water use on his dairy farm. Pupils enthusiastically engaged with him, asking about his farming journey.
 
Tom also joined Neil Fenn and Stewart Williams of Castell Howell to judge the sausage competition in the Meat Products section, before experiencing the bustling livestock auctions and meeting fans at the Show Shop.
 
Livestock competitions took centre stage, with record-breaking entries, particularly in the sheep section.
The winners were: Supreme cattle champion: ‘Twilight’, a Limousin-sired heifer bred by Tecwyn Jones of Caer Gwrli, Anglesey, sold for £8,500 to local butcher Arwyn Morgans of Morgans Family Butchers, Builth Wells.
 
Supreme sheep champion was a pair of Beltex lambs from E. F. Gittoes & Son of Bryndu Farm, Llandefalle, Brecon, which sold for £650. Pig Championships: Both single and pair titles were awarded to Pietrain cross Welsh pigs owned by Myrddin James of Dolaeron, Ceredigion, with the single selling for £400 and the pair for £350.
 
Supreme horse champion was Coedwigddu Princess Rosia, a Section D Welsh Cob, from S. James of Brynlluan, Carmarthenshire and handled by Gareth Lapping.
 
The Best Overall Tradestand Award was presented to Wales Perfumery.
 
The event's success is credited to the dedication of the organising committee, exhibitors, traders, volunteers and stewards, along with the generous support of sponsors.
 
Headline sponsors HSBC, Welsh Government and Dunbia, alongside others, played a vital role in making this year’s Winter Fair a triumph.
 
“This year’s event has been a huge success,” said director, William Hanks. “Despite severe weather leading up to the fair, visitor numbers have been strong and there has been a fantastic sense of camaraderie on the showground.
 
“We are deeply grateful to everyone who contributed to this event's success. From our volunteers and stewards to the exhibitors and sponsors, your support ensures the Winter Fair remains a cherished tradition. We look forward to welcoming everyone back to next year’s events.”

 

Popular Mid Wales visitor attraction, Silver Mountain Experience, is busily preparing for the return of their most beloved visitor, Santa Claus.
 
Based just outside of Aberystwyth, the attraction is undergoing a serious transformation for its exciting Christmas event. Running on selected dates from December 7 to 23, there will be something for the whole family to enjoy at this magical winter wonderland.
 
Santa and his elves have transformed Silver Mountain’s Victorian mine buildings into their workshops and a grotto. Visitors are being invited to join the elves for an enchanting walk through the factory to see where the magic happens and hear about what needs to be done for the big day.
 
Most exciting of all, guests will then be taken to meet Santa himself, where children will have the opportunity to tell him what they would like for Christmas, receive a gift for being on the ‘nice list’ and make memories that will last a lifetime.
 
This experience will be unique each family or group and tailored to ensure everyone has a magical day.
 
As well as The Elves’ Workshops and Santa’s Grotto, there will be a whole host of fun activities included within the ticket price and adventures to be had all day long.
 
In such a magical place, a certain, unnamed individual surprisingly does not share this Christmas cheer! He has set up home in one of the mine’s underground tunnels where he is causing all sorts of mischief and trying to steal Christmas!
 
Visitors can embark on a quest to melt his heart and show him all there is to love about Christmas.
 
The fun doesn’t stop there, as the site is packed full of immersive activities including cookie decorating, Rudolph and Patches’ Treasure Trail, the Fossil Dig, play area and much more.
 
With its pretty decorations, return of the Gingerbread House and Victorian Sweet Shop, there are photo opportunities everywhere to help visitors remember this special day in years to come.
 
The attraction says booking is essential and tickets are selling fast. Book a slot online at  www.silvermountainexperience.co.uk/festive/ to avoid disappointment.

The Royal Welsh Winter Fair opened yesterday (Tuesday), bringing together the best of Wales’ livestock, produce and community spirit despite challenges to the industry, not least the recent severe weather.
 
During the opening ceremony at Llanelwedd, Nicola Davies, chair of the Royal Welsh Agricultural Society (RWAS) Council, reflected on the growing interest in the two-day event, praising the dedication of exhibitors, traders and sponsors.
 
Your support brings us confidence and hope in these uncertain times,” she said. Emphasising the importance of ensuring a bright future for young people in the countryside, Mrs Davies expressed her aspiration for continuity and future generations being able to celebrate the fair’s 100th anniversary in years to come.
 
She thanked the event director, Will Hanks, committee chair Alwyn Rees and the many volunteers and staff whose efforts made the winter fair possible.
 
She noted that it was the final event of Ceredigion’s tenure as feature county and introduced society president Denley Jenkins, a lifelong advocate for the fair and participant in all 34 events since its inception in 1990.
Mr Jenkins described the event as “the best show of its kind in Britain” and proudly announced brother and sister Steffan and Elin Rattray, of Rattray Butchers, Aberystwyth, who opened the event.
 
Acknowledging their dedication to local produce, he highlighted their deep ties to Ceredigion and commitment to upholding their family’s butchery legacy.
 
Steffan and Elin spoke passionately about their upbringing in the countryside and its role in shaping their careers. They called for greater security and stability within the agricultural industry, enabling future generations to thrive.
Steffan also expressed pride in supplying the winter fair with quality local meat, thanking the RWAS for championing Welsh businesses.
The ceremony also celebrated notable achievements within the agricultural community. Susan Jones, honorary assistant director for publicity, press and awards, announced the winners of three awards, which were presented by Denley and Brenda Jenkins:
 
The John Gittins Memorial Award went to Tracy Powell, the 2025 Oxford Farming Conference Bursary went to Cennydd Owen Jones and the 2025 Nuffield Farming Scholarship went to Sioned Davies.
 
The fair welcomed nearly 1,200 children and young people on its opening day, with  more than 1,000 expected today. The educational theme “Our Water” featured engaging workshops led by Dŵr Cymru, the Army and other partners, alongside resources developed by Twinkl.
 
Schools enjoyed free entry and discounted rates for further and higher education groups, underscoring the RWAS’ commitment to learning.
 
Visitors explored a record number of trade stands and bustling shopping aisles, while the popular 'Gwledd | Feast' area offered a vibrant mix of live entertainment and delicious Welsh cuisine.
 
The day concluded with a spectacular fireworks display set to music. The fair features championship livestock auctions, the poultry show and more today.

The following statement has been issued by Welsh Government:

"A small contribution that could make a big difference” – Legislation introduced to support a thriving, sustainable tourism industry in Wales

A Bill to give local authorities the option to introduce a small visitor levy in their area to re-invest in local tourism, is today introduced by Finance Secretary Mark Drakeford.

The Visitor Accommodation (Register and Levy) Etc. (Wales) Bill proposes that people staying overnight in Wales and enjoying everything the country has to offer will pay a small charge. The money raised will support local tourism activity and infrastructure.

The introduction of the legislation marks the delivery of a key Programme for Government commitment and will help to invest in the future of Wales as all visitors staying overnight would contribute to the preservation of the country’s beauty and heritage.

It would provide local communities the opportunity to generate additional revenues. If all Welsh local authorities choose to introduce a visitor levy, it is estimated it could generate up to £33m a year.

The levy would be set at:

• 75p per person per night for people staying in hostels and on campsite pitches.
• £1.25 per person per night for those staying in all other accommodation types. 
  
  

The legislation also includes a requirement to establish and maintain a register of visitor accommodation in Wales, which would – for the first time – provide a register of the broad range of visitor accommodation available across the country.

Local authorities will decide if they want to introduce a levy in their area, based on what is best for their communities. It is estimated the earliest this could happen is 2027 after a local authority has consulted their community.

Visitor levies are used successfully in many parts of the world, including Manchester, Greece, Germany, Netherlands, Spain, Portugal and California. The funds raised are used to support a healthy visitor economy by protecting and investing in the infrastructure and services guests enjoy.

Finance Secretary Mark Drakeford said:
“This Bill is rooted in the principle of fairness. We know tourism makes an important contribution to the Welsh economy and to Welsh life. We want to ensure its long-term sustainability.

“That’s why we believe it is fair visitors contribute towards local facilities, helping to fund infrastructure and services integral to their experience. Visitor levies are common around the world, benefiting local communities, tourists and businesses – and we want the same for Wales.

“Money raised through a levy would be retained by local authorities and re-invested back into their local areas to support local, sustainable tourism. It’s a small contribution that could make a big difference.”

A statutory registration scheme for all accommodation providers is expected to start operating in 2026 to support the collection and administration of a visitor levy.

It will include details about who is operating in the sector, where they are operating, and how they are operating, and help establish a better understanding of the sector and support future policy decisions at a local and national level.
Councillor Andrew Morgan OBE, WLGA Leader, said:

"This Bill will give councils the option to introduce a visitor levy on overnight stays. It’s a way to raise extra funds to support local services and improve amenities that benefit both visitors and the community.

“Each council will decide how to apply the levy based on what’s best for their area, recognising that it may be suitable in some parts of Wales but not in others. Councils will carefully consider local circumstances and ensure residents are consulted before any decisions are made.
​
“We’re glad to have worked closely with the Welsh Government on this and look forward to seeing the draft legislation in the coming weeks, which will mark an important step forward for Wales' tourism and local economies.”

​The RWAS Bursary is awarded annually to a candidate aged 25 to 35 who is actively working within a land-based industry. Candidates must not be students and must not have received a RWAS Scholarship or Society Student Award within the last three years.
 
As part of the bursary, Dr Jones will also have the opportunity to contribute an article for the 2025 RWAS Journal, sharing insights from the conference with members.

He was selected after a rigorous interview process by a panel comprising RWAS representatives Esyllt Ellis Griffiths, Jonathan Hugh Davies and 2024 bursary winner Glenn Lloyd.
 
Each county-nominated applicant brought unique perspectives and demonstrated an inspiring commitment to the future of agriculture and rural communities.
 
The judges commended the high calibre and passion of all the candidates, including Sara Roberts from Carmarthen, Emily Morgan from Glamorgan, Leah Davies from Clwyd and Lynfa Jones from Montgomery.

Brother and sister, Steffan and Elin Rattray, will officially open this year’s Royal Welsh Winter Fair at Llanelwedd on Monday, November 25.
 
Steffan, 23 and Elin, 22, were brought up on a small farm, Ffosyfuwch, in the Ystwyth Valley, five miles from Aberystwyth. The family run a butchery business, Rattray’s Butchers, in the middle of Aberystwyth and both have shown a keen interest in both family businesses.

They attended Llanfihangel y Creuddyn Primary School and Ysgol Gyfun Penweddig, before going on to study Agri-Food Marketing & Business at Harper Adams University.
 
As part of their degree courses, both spent a year working in industry. Steffan worked at Dunbia, Llanybydder and Elin worked for Whoodhead Bros (Morrisons) in Leicestershire.
 
Steffan graduated in the summer of 2023 and Elin is in her final year. Through the university, both won the 2022 ‘Butchers & Drovers Charitable Institute Scholarship from the Worshipful Guild of Butchers.
 
Since graduating, Steffan has returned to Aberystwyth to take care of the butchery business. He is responsible for the day to day running of the business, which employs five full-time staff, selling meat to the public from the shop and to catering customers from a meat unit situated on the farm at New Cross.
 
Steffan buys cattle, lambs and pigs from local farms, which are processed at a local abattoir in Tregaron, before preparing it at the meat unit at New Cross and then sending it to the shop in Aberystwyth.
 
The main aim of the business and what Steffan takes most pride in is the ability to produce and provide local meat of the highest standard to his customers.

Elin grew up helping with the business and still looks forward to returning during the holidays and at weekends to help. After graduating, she plans to travel before returning to work in the meat and livestock industry.
 
Together Steffan and Elin keep a small flock of Blue Texels and, over the years, have enjoyed showing them at local shows and at the Royal Welsh Show.
 
They are both members of Trisant YFC and have taken part in various activities within the organisation. They have competed at county, Wales and UK level in a variety of competitions, mainly stockjudging and have won at the Royal Welsh Show and at the Winter Fair.
 
Both are also members of Bro Ystwyth’s Agricultural Group and, over the past two years, have supported the RWAS feature county’s activities in Ceredigion.

In 2020, Elin won the YFC Junior Member of the Year award for Ceredigion and Wales. She also won the county’s ‘Most Active Junior Member of the Year’. Steffan plays rugby for Aberystwyth first team. 
 
Both said they felt honoured to be invited to open the 2024 Royal Welsh Winter Fair, held on November 25 and 26, and to represent Ceredigion and other young people who look forward to creating a future for themselves within the agricultural industry.
 
Following the official opening at 10am in Exhibition Hall 1, Main Ring, there will be presentations of the 2024 John Gittins Memorial Award, the 2025 Nuffield Scholarship and the Oxford Farming Conference Bursary 2025.
 
For more information about the winter fair or to buy tickets visit the Royal Welsh Agricultural Society website https://rwas.wales/ .

Tracy Powell from Builth Wells has won the John Gittins Memorial Award for her outstanding contribution to the Welsh sheep industry.
 
With over 30 years of service to the Royal Welsh Agricultural Society (RWAS), Tracy has been instrumental in elevating the profile of Welsh shearing at both national and international levels.
 
She began her career in the RWAS Livestock Department, where she rose to the position of livestock officer within five years. For the past 19 years, she has served as programme officer with responsibilities for organising shearing competitions, compiling data for the society’s programme and catalogue and curating content for the annual RWAS Journal.
 
Tracy’s tireless work ensures that the shearing competitions, among the largest events at the Royal Welsh Show, run seamlessly.
 
She also collaborates closely with the Golden Shears World Council and the British Isles Shearing Competitions Association, ensuring Wales remains at the forefront of shearing on the global stage.
 
She supports the Welsh team’s participation in various international championships, including the Golden Shears World Championships, Six Nations and Test matches across the UK, Ireland and France.
 
Her contributions were spotlighted in 2010 when she helped the RWAS host the Golden Shears, a major event that attracted competitors from over 30 countries.
 
Tracy and her husband, Rob, have also hosted numerous record-breaking shearing events on their family farm, Blaenbwch, underscoring her commitment to fostering the next generation of Welsh shearers.
 
The judges noted Tracy’s extraordinary dedication and positive impact on the industry as well as her passion for promoting and advancing Welsh shearing and encouraging young talent and community involvement.
 
She will be presented with a Welsh Crystal award, sponsored by the Welsh Mule Sheep Breeders Association, on Monday, November 25 and contribute an article to the 2024 RWAS Journal, sharing insights from her experience.
 
The RWAS invites nominations for the award annually from its advisory committees across Wales, the Welsh Mule Sheep Breeders Association, NSA Wales, NFU Cymru, FUW and CLA.

Some of the award winners will represent Mid Wales at the Wales National Tourism Awards next spring. Award sponsors include Cambrian Training Company, Powys and Ceredigion County Councils and Visit Wales, the Welsh Government’s tourism arm.
 
The finalists include Plas Estate, Llangoedmor, Cardigan who have been shortlisted in three categories and Canvas & Campfires, Llanwnnen, Lampeter, who are competing for two awards.
 
The finalists line-up is: Best Hotel: Llangoed Hall, Llyswen and Trefeddian Hotel, Aberdyfi. Best Bed and Breakfast, Guest House or Inn: Plas Llangoedmor, Plas Estate and Y Seler, Aberaeron. Best Self Catering Accommodation: Bryn Tanat Hall, Llansantffraid and Cottages, Plas Estate. Best Place to Eat and Drink: Y Ffarmers, Llanfihangel-y-Creuddyn, Aberystwyth and Y Talbot, Tregaron.
 
Best Camping or Touring Park: Bargoed Farm Caravan and Camping Park, Llwyncelyn, Aberaeron and Woodlands Caravan Park, Devil’s Bridge. Best Glamping or Quirky Accommodation: By the Wye, Hay-on-Wye and Canvas & Campfires. Best Holiday Park or Holiday Home Park: Derwen Mill Holiday Park, Guilsfield and Meadow Spring Country and Leisure Park, Trefeglwys.
 
Best Activity or Experience: Black Mountain Adventure, Three Cocks, Brecon and Mountain Bike Wales, Staylittle, Llanidloes. Best visitor attraction: Vale of Rheidol Railway, Aberystwyth and The National Showcaves Centre for Wales, Abercraf. Best Dog Friendly Business: Canvas & Campfire and Plas Estate.
 
Best Event and Best Third Sector Business: Royal Welsh Show, Wonderwool Wales and Welshpool & Llanfair Light Railway. Rising Star: Abbie Woods, Llangoed Hall and Gabi Wilson, Cambrian Training Company, Welshpool.
 
The awards are organised by MWT Cymru (Mid Wales Tourism), with backing from the Mid Wales Regional Tourism Forum and Visit Wales.
 
A not-for-profit social enterprise, MWT Cymru represents and supports more than 600 tourism businesses and organisations across Powys, Ceredigion and Southern Eryri (Snowdonia).
 
Zoe Hawkins, MWT Cymru’s chief executive, said: “We were delighted to receive more than 100 entries. Due to the high standard, the judges found it difficult to select the finalists which is a testament to the quality and strength of the tourism sector in Mid Wales.”
 
MWT Cymru’s chairman, Rowland Rees-Evans, added: “The Mid Wales Tourism Awards honour the achievements of businesses, organisations and individuals who have shown exceptional dedication to the tourism industry. They provide a platform to promote the unique attractions and businesses that make Mid Wales a remarkable destination.”
 
Steve Hughson, Mid Wales Regional Tourism Forum chair, said: “These awards provided an opportunity to celebrate the success of the tourism and hospitality industry sector across Mid Wales and we were delighted with the number and quality of entries.
 
“It was a real challenge for the judging panel to pick the very best to go forward to the Wales National Tourism Awards and showcase the excellent businesses that we have here in Mid Wales.”